Ocean Spray seeks to provide scientific validation for the alleged benefits of cranberries, moving beyond mere hearsay. Although cranberry supplements are not regulated by the FDA, many already make claims related to urinary tract infections, which are well-established in public awareness. Health claims are important to consumers; according to the FDA’s 2014 Health and Diet survey, over 75% of adults use food labels to guide their purchasing decisions. Nearly 90% of consumers consider health claims when making these choices. Some studies indicate that consumers may even believe health claims that seem improbable, often rating products like chips, candy, and chocolate with added vitamins as healthier than those without such claims on their packaging.
Ocean Spray possesses significant marketing and research influence, having funded the largest study referenced in this petition. Their research endeavors have included investing $10 million over five years into exploring the antibacterial properties of cranberries and investigating the potential of creating a prebiotic from cranberry skins, which could provide a profitable use for byproducts from cranberry juice production.
Despite cranberries being popular in forms such as juice, dried fruit snacks, and traditional Thanksgiving dishes, it is logical for Ocean Spray to seek to bolster sales. The U.S. Department of Agriculture projected last year’s total cranberry harvest to exceed 9 million barrels, reflecting a 6% decline from 2016. Consumers are inclined to pay a premium for products that tout additional health benefits, which could support farmers facing challenges due to decreased production levels.
Moreover, U.S.-grown cranberries were among the goods targeted for retaliatory tariffs by the European Union. President Trump temporarily exempted European allies from his new tariffs on imported steel and aluminum while discussions are ongoing. Regardless of whether the EU tariff is implemented, cranberry exports have surged by 48% over the past six years. If trade-related actions negatively impact the export market, growers would benefit from consumers having more reasons to purchase their products domestically, especially if they can leverage health claims similar to those seen on the Citracal label. By promoting the health benefits of cranberries, Ocean Spray can help ensure that consumers recognize their value and choose their products more frequently.